Ron Johnson does not believe AI agents will replace in-store shopping — TechCrunch
Ron Johnson, who joined Apple in 2000 to build the company’s retail business, believes that artificial intelligence will improve online shopping but will not fundamentally change the way people buy products. He is convinced that physical stores will remain important, particularly for purchasing expensive technology devices.
As TechCrunch reports, Johnson was skeptical of a scenario in which shoppers would fully entrust AI agents with selecting and purchasing laptops costing between $1,000 and $2,000. In his view, such products are too personal a choice: buyers want to assess a device’s weight, see its screen, and determine the appropriate size.
AI as a selection tool
Johnson believes that AI can narrow down the available options and provide users with more information before they visit a store. At the same time, the technology cannot replace the direct physical experience of using a product. According to him, consumers will come to stores better informed but will still want to examine a product themselves before making an expensive purchase.
Technology companies are meanwhile trying to introduce AI more actively into commerce. Google is promoting the Universal Commerce Protocol, a standard intended to help artificial intelligence agents guide a user from product search to placing an order. OpenAI is turning ChatGPT into a space where users can research, compare, and, in some cases, buy products without leaving the chatbot.
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Apple Store experience
According to Johnson, Apple’s physical stores were created from the outset not only to sell Mac computers. They were meant to give visitors an opportunity to try products, learn how to use them, and get help in case of problems. In his book Shop Different: How Retail Revealed Apple’s Genius, Johnson describes the creation of Apple’s retail network together with Steve Jobs.
He also called employees and their attitude toward customers the main advantage of Apple Store. According to Johnson, Apple store employees do not receive sales commissions, which is intended to reduce pressure on buyers and allow workers to focus on their needs.
Despite his cautious attitude toward the future of AI shopping, Johnson described himself as optimistic about the technology. He believes that Steve Jobs would have supported the use of artificial intelligence, but not as a replacement for human judgment and intuition.
